A Brand New Look, A Brand New Experience at Vision Expo East
This year Vision Expo debuts a new creative campaign titled All About Eyes which is brought to life here when you arrive at the show. The campaign messaging is an ode to the eyes as seen through the lens of fashion, clinical and business professionals. This romance is also extended to the visuals using bright colors, bold typography and layers, challenging the viewer to use their eyes to capacity to form their own vision of the expo. First, the marketing and digital teams at both Reed Exhibitions and The Vision Council retained a new creative agency to conduct wireframe research for a more streamlined, modern and inclusive user experience (UX) on the Vision Expo website. Visitors to VisionExpoNY.com now have a highly visual, sophisticated portal complete with new site navigation. The show management teams then worked together to create an atmospheric environment at the show. Working again with the new agency, research was conducted to gather information about attendee and exhibitor impressions of each pavilion, lounge areas, signage, environment, product lines representations, and what attracts them to this segment of the floor and why. Following the research, an experiential mood board book was created to visually define a personality for each pavilion that enhances the attendee and exhibitor experience while weaving in the All About Eyes branding to pavilions, lounges and entrances. Soon after, work began to request proposals with design and rental companies to reimagine the lounges throughout the exhibit hall by focusing on their personality. Several new destinations have been added throughout the hall, as well as retail cafes to ensure food and beverage options are readily available.